10 tips for cold calling

By David Shields

WealthMark Advisors, Inc

There’s no way around it. Cold calling can be brutal. But despite sales guru Frank Rumbauskas’s gloomy opinion of the practice, cold calling still features prominently in many independent agents’ marketing strategies.

Following are 10 tips to help you get past the initial greeting and set those appointments.

1. Always begin a cold call by introducing yourself and explaining the benefits of what you do. If possible, develop a friendly rapport with the person on the other end before leaping into your sales pitch.

3. If you can, research your prospect. Know their income level and why they might need what you’re offering.

4. Speak naturally and clearly, without rushing. Enunciate. Avoid awkward pauses and relying on verbal filler such as “ah” and “um.”

5. Set a daily call schedule and stick to it. If you’re not finding success, modify your calling hours.

6. Keep track of your contacts by subscribing to a customer relationship management (CRM) application such as Zoho or My Sales Dialer. Zoho has two pay options and a free service with limited features, whereas My Sales Dialer is free for Android phone users.

7. Scripts are helpful, but avoid sounding as if you’re reading from one. If you can’t use a script without sounding like Data from "Star Trek," consider referring to simple bullet points instead.

8. Always have a reasonable rebuttal prepared for an objection. If the rebuttal doesn’t lead to an appointment, bow out of the call gracefully.